The Kerry Stokes-controlled network is pitching its all-in approach to free-to-air television as an asset to advertisers.
Kerry Stokes-controlled Seven West Media is pitching its all-in approach to free-to-air television as an asset to advertisers, with CEO James Warburton saying that the network is not captive to the distractions of newer broadcast formats, like streaming.
It’s an important metric, given Warburton’s real challenge is to remind advertisers that television remains an unmatched place to reach audiences at scale.Warburton reckons these other assets should be seen as a distraction from the main event, and that’s television. However, across the past 12 months, market sentiment on global streaming SVOD services has soured, and Warburton believes Seven can focus on what it does best by not being weighed down by the “pain” involved with such products.“I’m not a believer in last-mover advantage, I’m too aggressive for that,” he says, but in this case, “it exists”.
“I think everyone puts on a brave face, but ultimately, it always comes back to economics, and it’s funny to read some global people saying it was all about subs at any cost, and now it’s about profitable subs. Like, really?” Warburton said.
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